A Guide To Media Relations & Marketing Intelligence

Before I begin to even write this piece, I thought, it is necessary to explain what I want to write about. Media Relations you would generally know about. Marketing Intelligence includes market research, branding initiatives, differentiation strategies, so on and so forth.

And the lifestyle vertical is pretty hot & heavy today considering it has so much happening and includes too many vast sub-verticals to talk about.

So, I am narrowing this dynamically changing vertical to the most challenging, medium-sized businesses of fashion, F&B and Luxury, to some extent. I am talking about kind of businesses my firm YouMe&We Media Services Pvt. Ltd. started with in its young days, and still enjoys working on due to the varied challenges along with creative excitement it throws forth. Now that I have caught the bull by its horn, let me share some things that I learnt and such experiences of this smaller but fastest growing vertical.

Information Gathering

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The most important requirement of doing successful media relations and executing marketing plans is accurate knowledge. Many businesses do not even know what they want, leave alone how. You must have heard this before, but believe me, it is true. The initial few weeks should definitely be invested in this.

Forget Strategy!

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Strategy comes into play when you are settled with a game plan. Most of these firms/individuals do not have the time or money to invest for long-term associations. Charting out an effective tactical response is what you will mostly be doing. So you better be ready for short-term jabs at fast changing client-briefs and sometimes issues and crisis management. Let your team know that they have to be quick on their feet to create multiple story ideas.

Build Trust

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It’s all about the approach. Present your brand as if it has a story to tell, and thus they are just the right audience embracing it. Connect with trendsetters, leaders, fashionistas and trailblazers so that those who are aspiring to wear, dine and shine like them will be drawn to your product/service. Sugar quoting is required to sell but too much sugar can cause a bad rush.

Social Media

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The world is changing faster than ever, and so is the social web. To top it off, hyper-connectivity will reach record levels with the growth of mobile device usage in 2013-14. You need to drive the change, not just try to keep up with it. Social media is a good tool but instead of spreading and spraying all over, pick one of the tools and excel with it. For example, pick one of Facebook, Twitter, LinkedIn, Google+, etc. and concentrate on it. Online blogs, and features on websites like www.missmalini.com are also an awesome ways of getting your clients take notice.

Drama…Drama…Drama

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We are a Bollywood-crazy nation and we love drama! So integration of your client with any of the latest Bollywood newsmakers is a tremendous push. Find fictional or non-fictional ways of association. For example, if you are promoting a fashion designer and you notice blue being a color worn by many celebs, then one can build a story on the same thus connecting with audiences!

Having spoken about few of the important points to consider while attempting a successful approach to media relations, I must remind every professional that brand recall is of prime importance in every such exercise. Be it for the journalist you pitch to or consumer that reads a final story. If the piece doesn’t press on the brands’ speak, then you need a rethink. Always remember, be it any vertical, communication is the key.